 To understand how your target market will behave, you first need to be able to identify who they are, what they need or want, and build trust with them. Consumer buying decisions are based on both conscious and unconscious emotions. To succeed in your business, you must have a basic understanding of human behavior and psychology. Whether your company sells services or products, the chances that a potential customer will purchase are higher if they feel some psychological connection. Position yourself as your industry expert. Finding information on the internet today is not difficult. However, determining what is valuable and truthful information versus what is only clickbait is not as easy. Your goal as a business owner is to prove to your audience that your brand is trustworthy, reliable, and valuable. There are many ways businesses show their authority. For example, sports, clothing, and makeup companies often use celebrities as influencers to talk about their products to give them authenticity and authority. Tell your story. People have been telling stories that are passed on for thousands of years. Why is that? Hearing stories triggers emotions by activating brain parts associated with movement, sight, taste, and sound. Hearing stories, like watching movies or reading books, allows us to feel part of an experience without actually being there. Sad, exciting, and emotional movies or books can transport us into the world of the story. This influences our emotional brains. And it is our emotional brains that help us make our purchase decisions. Business owners want to be able to tap into the emotional brain of their target market. When telling your business story, select the emotions that relate to your product or service. When you tell an emotional story, you can tap into a psychological trigger in your potential customers. The emotions that go viral more than others are awe, positivity, happiness, fear, anxiety, and anger. Peak their curiosity. People, by nature, are curious. Have you ever heard the expression, inquiring minds want to know? By making your target market curious, you can keep them engaged. Whatever you do, you need to provide value to your potential customers. If you aren't answering their questions or solving their problems, why would they even pay attention to you? Offer free content such as an e-book or relevant and helpful white paper if possible. Use social proof. People like to do business with people they know, like, and trust. They also want to do business with companies, their friends, family, and co-workers like and trust. This is precisely why word of mouth advertising or referral marketing is a powerful marketing tool. When marketing your company, hit the psychological triggers to get your target market to trust your brand and come back to learn more about your products or services.